Brand campaign

Zurich’s new corporate TV ad “Fore!”

The newly created commercial “Fore!” is a lively showcase of Zurich’s global brand position "Because change happenz" – provision of proactive, customized and trustworthy insurance and wealth management solutions for clients to prepare for all sorts of unexpected changes.

Centered on the question “What if changes happen beyond expectations?”, various daily life scenarios in the commercial illustrates how accidents could happen unexpectedly. Zurich as the client’s trusted life-long financial and insurance partner is always ready to offer them active adaptability to different kinds of contingencies.

The catchy word “Fore” yelled several times in the TV ad is a warning to surrounding people to dodge the accidents. It originates from the golf game where golfers and spectators are forewarned for errant shots.

A short story of “Fore”

Golfers shout “Fore” as a warning of errant shots, and yelling “Fore!” is simply a shorter way to yell “watch out ahead”.

The most popular explanation of its origin is that the word evolved from the term “forecaddie”. Caddie, derived from the French word “le cadet”, is employed for carrying golf clubs, and forecaddie is a person waiting down range from the golfer to pinpoint where the ball lands. Golfers employ forecaddies to pick the balls in reducing the number of lost balls. In case of an errant shot, golfers yell to alert the forecaddies, which the word was eventually shortened to “Fore”.